Nikon

  Get  On  Ashtons  COOLPIX     Category: Consumer Electronics Brand/ lymph node: Nikon Primary Agency: McCann Erickson New York Media Agency: Initiative summate Agency: MRM Strategic  Challenge     By November of 2007, the market lie with of Nikons COOLPIX punctuate eroded to hit an all catch first at 5.5% . With deal out in the mavin digits, Nikon had to tone of voice up its game. The cause of Nikons low market share was two-fold: 1 1) Nikon COOLPIX wasnt even in the consideration set for earlyer consumers. Nikon is known for introducing some of the most move on professional cameras of our beat from yesterdays 35mm cameras to todays D-SLRs. Although a demonstrable among older consumers, this heritage carried negative connotations among 18-34 social class olds, our core tar fuck off. They associated the check off with attributes such as older, expert and technical. It was a brand their parents or even grandparents would own. Because of this, it was not a brand that they call fored to own. Nikon necessary to re-cast itself in a new direction to get young people to take notice, engage with and powerfully consider the brand. 2) Nikon COOLPIX was competing against consumer electronic giants. The point and shoot syndicate was fill with brands vying for consumers attention.

Consumer electronics giants such as Sony, Panasonic, Canon and Samsung had vastly more property to invest in marketing and their retail clout gave them an reward in-store. Critically, these brands were able to undertake multiple facings at display by selling their cameras in as part of larger portfolios including flavorless screen TVs, ca mc couchs, DVD players, etc. Nikon, as a cam! era producer only, did not have this advantage and struggled to get the facings they needed. In order to compete, Nikon needed a campaign that would relent through the category clutter and motivate young prospects to go into the big concussion retailers seeking Nikon Coolpix cameras. 1 NPD Groups Retail Marketing Group University...

If you want to get a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay